USCellular and Alanis Morissette urge you to put down your phone—isn’t that ironic?

A telecommunications company dropping an ad about using cell phones less—that’s ironic. USCellular’s new campaign from The Martin Agency features singer Alanis Morissette and includes remade scenes from her iconic “Ironic” music video, including various easter eggs that pay homage to her lyrics and visuals. The 60-second spot shows Morissette walking through the streets or in her car as people around her exercise unhealthy digital habits. A bride and groom scroll on their phones on their wedding day rather than looking at each other, people listen to music on their headphones in the car instead of singing together—each is a scene inspired by her music video. Also read: USCellular urges people to put down their phones in first Martin Agency campaign Other easter eggs include a telephone pole pamphlet that says “Good Advice” that is not taken, every piece of silverware at a place setting is a spoon, a glass of white wine with a fly in it and more. The campaign, which echoes Martin’s first work for USCellular last year, encourages people to take a break and put their phones in “US Mode” so they can reconnect with each other in real life, distraction-free. As part of the campaign, fans can enter for a chance to see Morissette perform on Sept. 29 in Dana Point, California. The campaign comes as a USCellular survey found nearly one-third of people want to take an intentional break from their phones. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

USCellular and Alanis Morissette urge you to put down your phone—isn’t that ironic?

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